What is Google E-A-T? Why E-A-T Is Important for SEO?

Google EAT i.e “Expertise Authoritativeness Trustworthiness” we have another article about this, in which we told in very easy language what is EAT.

Today we will see about EAT in advance, what is wrong with EAT? why did Google develop this? And what should be done for EAT on your website? Recently there has been a change in EAT and we are going to see that too today. 

If you have not read our old EAT article, then read it, so that you can easily understand this article.

Google EAT is a combination of three words “Expertise Authoritativeness Trustworthiness” i.e. the information that a website gives about a field, how much expertise is there, how much authority and how much users can trust. 

EAT Is A Ranking Factor or Not?

EAT is not an algorithm, meaning there is no particular algorithm that gives EAT score by looking at your website. Basically, there is no way to check the EAT score of a website outside of Google. Also, EAT is not a ranking factor either. 

Wait, Is EAT Really Not A Ranking Factor? Yes, read right EAT is not a Ranking Factor! 

Now a question comes to your mind that if EAT is not a Ranking Factor then in what happiness are we wasting our time behind it. EAT itself is not a ranking factor but ranking factors are moving towards EAT. 

There is no need to be confused, we understand this very easily with an example, 

A teacher in a school wants all the students of his class to become good children. So he tells his students to be good children, for a month continuously he tells the children to be good children. But there is no effect on the students. Why? Because children do not know what it means to be a good child. 

Teachers understand this and they tell those children that they have to do three things daily. 

  • come to school on time every 
  • You will have to do your homework every day 
  • and obey all your parents, 

Now, students have come to know what they have to do and what not to do to become good children. By accepting those three things of all the students and teachers, they will become good children. 

This is the story of Google and SEOs. Google has been saying for many years that upload quality content on the website. But SEO’s are not able to do this because they do not know which content google considers to be quality content. Google itself was not able to explain this quality content term. 

Because there are millions of types of websites, there is a site on top of every industry, there are websites above the subtopic within its topic. When google could not explain this quality content term, it made three parameters. On whose basis the website is viewed and that is Expertise Authoritativeness Trustworthiness 

If all these three things are on one web page then the content can be trusted and Google has become successful in it too. People were not paying so much attention to quality content and those who were giving were not able to understand what quality content is. But after the arrival of EAT, people started checking their content on these three points. Due to which Google started bringing people’s attention to the content. 

Why EAT Is Not Ranking Factor Yet?

A natural point comes that if EAT is ideal then why is it not a ranking factor yet. The simple answer is that it is not needed. 

Quality content can be a target but its tool cannot be made. We come back to our school example, if our teacher starts giving marks to the children only for being good, then all the children will be sitting in the class smiling peacefully. But he may not study, he stays awake till late and reaches school late in the morning. Similarly, just having good content is not enough. 

Google is gradually tweaking its ranking signals in such a way that the content of the website which is ranking better is becoming like pages with good EAT. So Google is indirectly matching its ranking factors with EAT, not directly making EAT a ranking factor. 

So far we have seen what is the need for EAT and whether it is a ranking factor or not. Now let us see what are the three parts of EAT,

 In Terms of Content There Are Three Parts of The Website 

  • Main Content 
  • Writer of Main Content 
  • Website

EAT also has three parts 

  • Expertise 
  • Authoritative 
  • Trustworthinessbelongs 

Expertise: The content, their content writer too. The person who writes the content of the website, on whatever topic he writes, how much expert he is in his field. 

If any content is on a web page, then who is its writer, is he an expert in his field or not, does that person have the right knowledge of that field. All this comes in the Expertise factor. 

Google has started adding a link to the author page in the schema data of the article. Google is now trying to understand this expertise part in detail. This author link can also be from any other website. In such a situation, Google can recognize the written content of any one person on the whole internet. If Google considers that writer to be an expert in its field, then it will rank it better. 

Authoritative: This belongs to the content author, the main content also belongs to the website and also belongs to the website. 

Google uses a lot of signals to recognize authority, but the most important part of them is reviewed. So Google searches on the Internet for any website or for any page or for the reviews of the author who wrote that page. Start-up sites, portals and that writer page and authority are made. 

Trustworthiness: This too content writer, along with the main content, the website belongs to these three. 

Is the web page or website that writes the main content worth trusting? The best way of trustworthiness is to give contact information, addresses, link to social media profiles on the website. For the author of the content, it is necessary to have the author, contact information on the author’s page. 

For some websites, it may not be possible to provide contact information, but finance, medical, banking, insurance, law, e-commerce, are some of the fields in which it is necessary to have physical contact information. 

EAT is not applicable only on YMYL sites but on every type of website. So no matter what your site is about, you should work on EAT. 

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